Haygarth, TRO, CPM win Marketing's 2011 awards

December 13, 2011

Haygarth has been named best promotional marketing agency in Marketing magazine’s Agency of the Year awards.

The experiential agency award went to TRO, while the field marketing award went to CPM.

The judges said that Haygarth “went from strength to strength in 2011, reeling in new business and demonstrating its strong creative credentials with effective and high-profile campaigns.”

Haygarth won because of a “proliferation of new-business wins” backed up by “strong strategic work.”

Haygarth’s work for Procter & Gamble includes Gillette's ‘World's biggest shave’ campaign, which involved ‘shaving’ a 70m-long portrait of tennis player Roger Federer into a field in the build-up to the Wimbledon Tennis Championships. Accompanying social media activity smashed brand records, notching up 156,840,535 social-media impressions alongside national press coverage.

The judges highlighted the creativity shown across the whole promotional marketing sector in the face of difficult market conditions. All the finalists, the judges said, demonstrated ‘the creative entrepreneurialism that is the hallmark of promotional marketing, particularly in a climate where price cuts and discounting pervade almost every brand and retailer.’

Four agencies were commended by the judges: Initials; Billington Cartmell (which won the title for the past three years); Aesop; and SMP.

In the experiential category, another four agencies were commended by the judges: Because; RPM; Sense and Ignite.

In field marketing, Cosine, REL Field Marketing and Reach were all commended.